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Agenda

The Digital Magazine Publishing Workshop

7:30 AM Registration and Networking Breakfast
8:30 AM Digital Magazine Overview
9:00 AM What American Magazine Readers Really Want to Buy
9:45 AM The Five Magazine Editions You Can and Should Create
10:30 AM Morning Break
11:00 AM The Prices, Offers and Incentives You Must Test Now
11:45 AM How to Run an Integrated Multiplatform Marketing Campaign
12:30 PM Luncheon
1:30 PM How to Upsell Print-Only Subscribers into All-Access Packages
2:15 PM A Step-by-Step Roadmap for Making the Digital Transition
3:00 PM Afternoon Break
3:30 PM 12 Case Studies of Publishers Who Have Blazed the Trail to Success
5:00 PM Networking Reception

9:00 AM | What American Magazine Readers Really Want to Buy

As the author of the nation’s largest multi-year magazine study, The Mequoda 2016 Magazine Media Study, we’ll show you that consumers still value print products, and for which types of magazines they specifically prefer it. You’ll hear about the attributes of app-based magazines that appeal to consumers. You’ll also learn that consumers are divided on which platform is valuable to them – underscoring the need for triple platform publishing. You even hear about trends in spending for both print and digital editions.

This data will drive your decision-making going forward and provide a foundation for every publisher at this event to understand how Americans view magazine media and their consumption preferences. You’ll use our study’s results in designing products consumers will buy, read and renew.

And if you have any questions about this data, the author of the study will be on hand to answer them, interpret the data in the context of their experience working with hundreds of magazine publishers, and help you understand what it all means and what you should do about it.

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9:45 AM | The Five Magazine Editions You Can and Should Create

You already know you need a digital edition of your magazine in order to make your content available when, where and how your readers want it. But did you realize that “digital” means different things to different people? It could mean that you must have an iPad, Kindle Fire and Google Play edition.

In addition, Mequoda has created something entirely new that you may not have heard of: the web edition. It’s the most flexible, most widely available, most promotable, deepest version of a magazine – and 95% publishers don’t have one yet. The remaining 5% (The Economist, Time, The New Yorker, and our clients Biblical Archaeology Review and Countryside among them) know it’s the most forward-thinking edition possible: built responsively and available on all devices, searchable, and the only edition in which you can directly promote specific articles from social media, search engines and email. We’ll discuss best practices for creating, delivering and marketing this edition.

We’ll also discuss how print media is still not only viable, but critical in a successful publishing system. Don’t forget, it’s not just about consumption but about distribution; without your print edition, you can’t keep your product legacy newsstand channels such as bookstores, grocery stores and specialty stores. Similarly, your three digital editions keep your brand in front of consumers on those platforms.

We’ll also discuss the attributes of each of these five editions, what makes each one special and how to market each one. Please believe me: It’s not as hard as it seems.

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11:00 AM | The Prices, Offers and Incentives You Must Test Now

Pricing and marketing all these new and unfamiliar editions might seem a long way outside your comfort zone, but Mequoda can make it seem like child’s play.

You’re about to discover the keys to the pricing revolution! Our research and testing on dozens of brands proves that readers don’t want to choose one platform – they want it all. And with our tried and true contrast pricing strategy, you can make it simple for your customers to get it by choosing the all-in-one option, generating more orders, higher customer satisfaction and increased revenues.

We’ll also walk you through a 13-week test program built on the same strategies we’ve used to build direct mail campaigns for decades. By the end of this session, you’ll understand all the variables and offer construction that still work in the digital age: hard and soft offers, introductory pricing, auto renewal, payment gateways. You’ll also learn the best practices that are required in a world where credit card continuous service is becoming the norm.

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11:45 AM | How to Run an Integrated Multiplatform Marketing Campaign

Yes, we’re a long way from the old direct marketing days. But that doesn’t mean a marketing campaign has to be complicated. First, using the offers we just discussed, we’ll discuss the radical differences between that old-fashioned direct mail marketing and the new email marketing, which allows us to promote a magazine 52 times a year instead of just two, four or six times.

We’ll discuss how magazine cover story selection can drive sales in these campaigns, and explore incentives, premiums, special issues and free reports – how all of these are used to drive orders in the digital age. And all of this comes with a very disciplined campaign framework based on a 13-week cycle so that marketing is literally managed with Six Sigma discipline. This approach allows you to run 52 campaigns efficiently, fights fatigue and maximizes overall circulation, revenues and retention rates.

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1:30 PM | How to Upsell Print-Only Subscribers into All-Access Packages

The single biggest revenue opportunity available to publishers switching from print-only to a multi-edition magazine system for print, tablet and web editions lies in upselling your legacy subscribers into a multi-edition (or as we call it at Mequoda,multiplatform) package.

Based on the fundamental renewal principles that our executive team has used for decades, we’ve created an 18-effort postal and email renewal program in which we use offer, price, platform and incentives to maximize the number of customers that will choose to upgrade from being print-only postal renewals to multiplatform, continuous-service customers who now enjoy unlimited access to your premium content on all five platforms – and renewal mailing costs become obsolete!

You’ll get the same renewal program, upgraded for the digital era, that we introduced atTIME in 1995, and used at ComputerworldModern DrummerPC World, Consumer Reports and all of our highly successful niche publishing clients. You’ll learn exactly how to implement it and how to work smoothly with the leading fulfillment companies.

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2:15 PM | A Step-by-Step Roadmap for Making the Digital Transition

We know we’re proposing a significant change in the way you create, distribute and market your magazines. We know it sounds daunting – and we don’t recommend that publishers cherry-pick our strategies, or try to execute the Mequoda Method without the training we deliver in this workshop. So we’ll take all of the strategies you learned earlier and lay out a project timeline in which we identify all the milestones necessary for your transformation journey.

You’ll follow along through all the steps necessary for changing your production flow, and we’ll discuss how new bonus content like extra articles, videos and slideshows can be incorporated into your digital offerings.

We’ll also walk you through the process of becoming partners with Apple, Amazon and Google, how to select the right software, and how to troubleshoot the approval process.

You’ll even get a timeline for building a magazine website featuring all the features and functionality required for your profitable new system, accessible on all screen sizes and read in linear fashion. Everything from generating new issue announcements to promoting individual articles is included in this master schedule for your entire production, distribution and marketing programs.

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3:30 PM | 12 Case Studies of Publishers Who Have Blazed the Trail to Success

At end of the day, all of this theory is great – but we don’t stop there. You take home a list of 12 mentors you can follow as they execute this revolutionary publishing system every day, from Countryside to The Economist, from Loss Prevention to The Dark Report.

We’ll discuss the product offerings for both B2B and B2C publishers on our mentor list, studying their platforms via a multiplatform brand wheel, and discuss content strategy, audience development channels, pricing and revenue strategies.

All of our case studies will be live, cutting-edge mentors that you can follow after the program to use as a benchmark set for setting your own policies and for developing test ideas – so you won’t be left behind as the new magazine world continues to develop.

This is also a great opportunity for burning questions and drilling down into the way our examples apply to you.

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